Building on the success of the women’s elite cricket campaign, #WATCHME, and coinciding with International Day of the Girl, Cricket Australia has today unveiled the #WATCHME Play, #WATCHME Grow campaign to promote girls playing junior cricket.
The campaign, created with Blood UTD, celebrates the confidence that girls get from cricket, and how that confidence can lead to wonderful places. Utilising the #WATCHME label that served as a rallying cry for all of Australia to get behind their team in the recent Commonwealth Bank Series against New Zealand, this new campaign showcases the enjoyment of playing cricket but also demonstrates the confidence and life skills that cricket helps develop.
The campaign TVC, launched today, is a mix of realism and fantasy, blending cricket fun with the future dreams of the girls who play.
Commenting on the new campaign, Cricket Australia’s Executive General Manager, Events & Leagues, Anthony Everard said:
“We are very excited to be rolling out such a positive, exciting, and empowering campaign supporting girls in their junior cricket journey and continuing the momentum of #WATCHME.
“There has been significant growth in the number of girls playing cricket over the past few years and this campaign showcases some of the reasons why – from the confidence it can produce, to the sense of camaraderie it provides.
We hope that girls across the country will see themselves and their dreams reflected in the campaign and give cricket a go this season.”
David Smith, Executive Creative Director of Blood UTD added:
“Girls who participate in sport are more confident in life. Playing a game like cricket, a game that used to be seen as a boys’ game, allows them to think: If I can do this, what else can I do? It allows them to dream, to compete, to lead, and to realise that there are no limits on their potential.”
Girls who are interested in finding their local junior cricket team are encouraged to visit playcricket.com.au